And everytime a judge ruled people had to bring the goods back or should pay the full amount.
The reason is that it is very clear for the buyer it is a mistake. And almost all webshops have a legal notice about wrong or false prices.
That is, you can try to order the item, but the seller has no legal obligation of fulfilling it if they can proof beyond reasonable doubt that a mistake was made, and can return the money instead.
How can you prove something like that in court in this camera case?
For example, let's say you were just getting into photography and were window shopping by browsing around Amazon's site.
You run into a camera that has a 4.7 average rating with 3,000+ reviews and the example pictures that people were posting look great to you. You have no idea about camera specs but you see it for $149, so you buy it. That doesn't seem too unrealistic, especially not when phones cost $1,000. You could totally think "oh, well $150 for just a camera sounds about right".
Go look at the screenshots in the article it shows the prime savings at checkout:
>Prime Savings -$1,204.52
That is a pretty clear indication that "wow, this is astronomically discounted" which should reasonably clue any adult with their full mental faculties in to "something strange is going on here".
Admittedly, many camera enthusiasts probably knew the market rate for this sort of equipment - but the fact something has a 90% discount doesn't automatically prove it's mispriced.
This actually hit the spotlight recently in Spain as Dell advertised 1000-1800€ laptops for 29-35€ on their site. Many people bought, received the first AND the second email around 5h later.
If it wasn't for that second email, they could cancel the order no questions asked, but actually someone on their side said "yep, this order looks fine" and clicked confirm. Consumer associations are hitting Dell with all their force.
 In Spanish: https://www.eldiario.es/tecnologia/portatiles-Dell-clientes-...
I wonder how much an advertisement campaign with this amount of buzz usually costs.
For example the statistics of the brands Sony and Canon are now wrong and the budget of advertising is still as it was yesterday. So the bookkeepers have a lot of exta work to get this straight.
On the flip side if their data collection is that good they can see who was on the fence to purchase high-end gear for photo shooting, but bought the deal. That can lead to opening new demographics or targeting them with features people want from top models. Only having full information, you could argue which option is better.
I definitely hope that they don't have data at this level.
This is slightly different from what I remember, so can you link me an example?
Last time I checked, the webshop must fulfill the order, unless the price is obviously wrong, and the webshop cannot force a return for something the customer has already recieved and paid for.
 a "legal" price is a price which the customer would expect for such a product. But in a shop advertising "up to 60% off", a 50% off TV would still be legal price, even if it is a price error.